Thanks to the ever-rising popularity of wine and craft beer, Scotch wasn’t topping as many holiday lists as it used to. With the brand embracing a new identity aimed at recruiting a younger audience, Johnnie Walker came to us looking for a holiday-themed retail campaign that connected with these shoppers.
Everyone wants to give and receive thoughtful holiday gifts, but spirits are often seen as a default. The reality is, giving someone the right spirit can say an awful lot about your relationship. We saw an opportunity to help shoppers not only personalize their gift but find the right words.
Our “Say It With Johnnie” campaign helped gift-givers deepen connections with those they care about with customizable gift tags on every bottle that let them record a personal message. And because it can be hard to put feelings into words, we created a mobile experience that provided inspiration in the form of personalized poems crafted by popular street poets.
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